Rich Brooksflyte new mediahttp://www.flyte.bizhttp://www.flyteblog.comhttp://twitter.com/therichbrooks

flyte school

How to Drive Business withBlogging & SEO

HOLISTIC WEB MARKETING

• Attraction

• Retention

• Conversion

• Measurement

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TODAY’S GOALS

• How do you improve your SEO rank?

• How do you setup and use a blog?

• How does this drive business?

SEARCH ENGINE OPTIMIZATION

• What affects search engine rank?

• Page content

• Incoming links

PAGE CONTENT META-TAGS

INCOMING LINKS SERPS

SEARCH ENGINE OPTIMIZATION

• What Does It Mean to Optimize?

• To know what people are searching for

• To make changes to content

• To present information in a search engine friendly way

• To get quality incoming links

KEYWORD RESEARCH

• Brainstorm key phrases

• Test your beliefs

• Rewrite your copy

BRAINSTORMING TIPS

• Choose both broad and narrow matches

• Check your competitors’ sites

• Consider geography

HOW TO OPTIMIZE

You need to know what you’re shooting for...

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KEYWORD ANALYSIS TOOLS

• Paid Keyword Analysis Tools:

• KeywordDiscovery.com

• WordTracker.com

KEYWORD ANALYSIS TOOLS

• Free Keyword Analysis Tools:

• Google AdWords Keyword Tool • (https://adwords.google.com/select/KeywordToolExternal)

• SEOBook Keyword Tool• (http://tools.seobook.com/keyword-tools/seobook/)

KEYWORD TOOL ADVICE

• Target key phrases, not words

• Compare similar phrases: custom-made furniture vs. hand-made furniture

• Don’t exclude appropriate phrases that are highly competitive

REWRITE CONTENT

• Page Titles

• Should read well

• Front load w/keywords

• Specific to page content

• Avoid unnecessary words

• Don’t keyword cram

REWRITE CONTENT

• Headers

• Use <H1 - H6> tags

• Reiterate--don’t duplicate--page title

• Use headers and subheaders for easy scanning

REWRITE CONTENT

• Content

• Use key phrases 3 - 4 times on a page

• Use with geographical/filtering terms

• Use with emphasis

• Must still read well

REWRITE CONTENT

• Intra-site Links

• Links have more weight than other text

• Avoid Click Here and Learn More links:

• Are custom-designed cabinets right for my kitchen?

• Will a wooden bat house attract bats?

• View our affordable hardwood furniture.

GOT LINKS?

• Each incoming link is a “vote of confidence”

• SE’s believe it reflects your site’s importance and relevance

• Has non-SE benefits

NOT ALL LINKS ARE EQUAL

• Things that Affect Link Importance:

• Popularity of linking site

• Number of links on referring page

• Referring site’s content

• The anchor text

HOW TO GET INCOMING LINKS

• Create quality content

• Get directory listings

• Request links

• Have a blog

CREATE QUALITY CONTENT

• Articles / White Papers

• Reports / Statistics

• F.A.Q.s

• How To’s (especially video)

GET DIRECTORY LISTINGS

• Yahoo: http://search.yahoo.com/dir

• DMOZ: http://www.dmoz.org

• Business.com

• http://www.directory-pages.com/

GET DIRECTORY LISTINGS

• Regional Guides

• (Google [your location] + “guide”)

• Professional Directories

• (Google [your profession])

• Professional Organizations

• (Chamber of Commerce, membership-driven organizations, etc.)

HOW TO REQUEST LINKS

• Find who links to your competition

• link:www.yourcompetition.com

• MarketLeap Link Popularity Check:http://tools.marketleap.com/publinkpop/

ADVANCED TECHNIQUES

• Blog Links:

• Links from your company blog

• Comments/Trackbacks posted at other sites

• Bribes (a.k.a. product samples)

LOCAL SEARCH

BLOG DEFINITION

• What is a blog?

• A simple content management system.

• A multi-channel distribution service.

• A Web site on steroids.

A SIMPLE CMS

MULTIPLE CHANNELS WOOD BLOGS

WHY BLOG FOR SEO?

• A post is a page

• Inbound links are more likely

• Marketing automation

• Nimbler than a web site

BLOGGING PLATFORMS

• Hosted:

• TypePad ($5 - $15/mo)• WordPress.com, Blogger (free)

• Non-Hosted:

• Movable Type (prices vary)• WordPress (free)

BLOG DESIGN & BRANDING

• Own your domain

• Choose or design a complementary look

• Cross link, cross promote

BLOGGING QUESTIONS

• How do people find my blog?

• How often should you blog?

• How long should a blog post be?

• Is it OK to outsource your blogging?

WRITING BLOG POSTS

• Anatomy of a great post

• Compelling, keyword-rich title• Focus • Link to your resources• Tag & categorize appropriately

DEALING WITH COMMENTS

• The Good

• The Bad

• The Spammy

PROMOTING YOUR BLOG

• Increase your search visibility

• Create keyword-rich titles & posts• Create link-worthy content

CREATE LINK WORTHY CONTENT

• Create Linkbait

• List of blogs in your niche• How-To articles• Numbered Lists

DRIVING BUSINESS

• Use your blog as a funnel

• Make your site easy-to-use

• Include calls-to-action

MEASURING SUCCESS

SEARCH TRAFFIC REFERRING SITES

MAP OVERLAY FINAL THOUGHTS

• Optimize your site with keyword and inbound links

• Use a blog for SEO & additional traffic

• Use calls-to-action to increase sales

• Measure, improve and repeat

THANK YOU

Rich Brooksflyte new media136 Commercial St., Ste 201Portland, ME 04101

http://www.flyte.bizhttp://www.flyteblog.comhttp://twitter.com/therichbrooks